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Vice President, Consumer Engagement
Estee Lauder
Culver City, CA, United States
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Description
Vice President, Consumer Engagement, Smashbox
RESPONSIBILITIES
Strategy, Execution and Management
• With a long-term, insightful view of the industry, lead the Digital & Consumer Marketing team to drive all aspects of the consumer decision journey from consideration to loyalty focusing on increasing consumer connection and Brand love; set business goals and constantly evolve team roles/capabilities to ensure that they are met. Responsible for being a key driver of retail sales.
• Drive disruptive 360 programs with a focus on digital that supports the Global Marketing calendar; help lead development and execution of integrated plans to build buzz, generate demand and ultimately increase market share.
• Partner with cross-functional team, including Product Marketing, Merchandising, North America/International, Global Communications and ELC Online/E-commerce, to ensure that the consumer experience is consistent across touch-points.
• Oversee strategy and development of all social platforms (Instagram, Snapchat, Facebook, YouTube, etc.), including publishing/editorial calendars, partnerships and paid advertising.
• Oversee digital/social influencer strategy and development, from "always on" programs (e.g., box mailings) to A+ launch campaigns (e.g., paid collaborations/partnerships).
• Lead content planning and development of global assets across digital platforms with a focus on video, including oversight of external production agencies; collaborate closely with Creative to ensure alignment with brand look and feel.
• Communicate strategies and programs to International regions/markets, providing learnings, best practices and guidance for them to fully decentralize and execute locally, when applicable.
• Manage briefings/relationships with agencies and vendors for all digital programs, including media agencies, technology innovation agencies, publishing partners and other potential brand partners.
• Weigh in on product/packaging with Product Development and Product Marketing teams to ensure pipeline is socially disruptive.
Analysis, Measurement and Effectiveness
• Guide in-depth analysis of all digital/social programs to drive continuous improvement of effectiveness and efficiency; institutionalize a data-driven, strategic mindset within team to inform investment decisions across platforms.
• Partner with corporate teams to establish/standardize KPIs (e.g., EMV, social following, engagement, etc.), and re-evaluate or audit for new metrics when needed; provide learnings to share insights and facilitate best practices across brands.
• Track and monitor KPIs in “real time” to adjust or pivot strategies, tactics and content development as needed; synthesize analytics to inspire new ideas.
• Monitor any and all available competitive data (e.g., social metrics, NPD data, etc.) to analyze competitors’ effectiveness, in order to stay ahead of the industry.
• Engage in social listening both on the job and by maximizing corporate tools
Digital Center of Excellence
• Serve as brand’s key digital/social strategist and subject matter expert; stay relentlessly up-to-date on emerging and future trends, both within and outside of the industry, to identify or grow business opportunities.
• Understand and advocate early adoption of relevant new platforms and technologies, consistently bringing them to the cross-functional team for brainstorming or execution to further business objectives.
• Partner with ELC Online/DTIG, in-store teams and retailers to identify and develop new digital technologies, experiences and content to drive engagement and/or conversion at point of sale in various environments (specialty-multi, FSS, travel retail, etc.).
• Foster collaboration and inspire creativity/learning among cross-functional team members by facilitating interdepartmental programs with a focus on digital.
Qualifications
SUMMARY
The VP of Global Digital & Consumer Marketing at Smashbox Cosmetics serve as our Digital/Social Storyteller-in-Chief, leading the strategic development and execution of all digital initiatives for the brand (including cross-functional programs), focusing on those that touch the consumer. The role must connect with consumers by telling relevant, authentic, and emotional stories that strengthen consumers love and fervor for the Brand.
This includes, but may not be limited to, 1) social media and community management; 2) digital content, including video; 3) digital media, including social influencers; and 4) digital innovation, technology and experiential. A key initiative of the role will be to stay current on trends and best practices, in order to identify new opportunities that enhance brand strategy, positioning and business objectives.
The VP will work very closely with Product Marketing, Creative, Online, Regional leads and key retailers. VP will oversee budgets and manage key relationships with agencies and vendors for digital strategies, campaigns and programs. In addition, the role will partner closely with all teams within the brand that work on projects with digital elements and that create consumer-facing materials/assets, providing strategic guidance and input throughout.
REQUIREMENTS/QUALIFICATIONS
• BS/BA Degree
• 15 years of work experience with proven track record in beauty or adjacent industries – e.g., fashion, editorial, entertainment, social media (e.g., Facebook, YouTube, Snap), etc.
• Must have experience in digital environments with a focus on social, content and digital campaign development.
• Successful track record as a modern storyteller and in launching digital/social channels and campaigns with demonstrated ability to execute with results.
• Demonstrated leadership skills with the ability to motivate and inspire a dynamic team of 10+ creative and entrepreneurial team members
• Strong creative sensibility and keen eye for “look and feel” through a lens of pop culture and trends; editorial storytelling experiences a big plus.
• Comprehensive, nuanced understanding of all social platforms, including emerging platforms.
• Active follower of digital/technology innovators and futurists in consumer behavior to ensure that brand is positioned ahead of the curve.
• Strong knowledge of media including display, search, social and mobile marketing and advertising.
• Results-driven with ability to analyze data and deduce implications for media, social and engagement strategies.
• Experience using various social, SEM, SEO and web analytics reporting tools.
• Ability to build and maintain good rapport with external partners and vendors, and handle situations with confidence, tact and resourcefulness.
• Highly motivated problem-solver and self-starter; capable of working independently, yet collaboratively, within a fast-paced environment.